The Marketing Of Technology Intensive Products And Services

Author : Patrick Corsi,Mike Dulieu
Publisher : John Wiley & Sons
Page : 229 pages
File Size : 53,6 Mb
Release : 2013-03-04
Category : Business & Economics
ISBN : 9781118617656

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The Marketing of Technology Intensive Products and Services by Patrick Corsi,Mike Dulieu Pdf

This book provides the basic models applicable to, and the applicable methods for, the profitable use and marketing of advanced technology. It provides a guide to developing and administering marketing plans, conducting market research, searching for and managing partners, tapping capital for innovation, scoping adequate pricing methods, managing intellectual property rights and selling and distributing products and services. It also shows how to develop formatted business plans which will prove attractive to investors. It is rare that technology professionals fully understand the esoteric world of marketing and, similarly, few marketers are familiar with advanced technology. As such, this title is uniquely focused on the critical technology/market interface and provides an executive introduction to the competitive marketing of products and services. Modern managers and technology professionals who need to understand marketing in technology-intensive business worlds will find this an indispensable source of information.

Author : Jakki J. Mohr,Sanjit Sengupta,Stanley F. Slater
Publisher : Pearson Prentice Hall
Page : 584 pages
File Size : 54,5 Mb
Release : 2010
Category : Business & Economics
ISBN : 0136049966

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Marketing of High-technology Products and Innovations by Jakki J. Mohr,Sanjit Sengupta,Stanley F. Slater Pdf

This title provides a thorugh overview of the issues high-tech marketers must address, and provides a balance between conceptual discussions and examples; small and big business; products and services; and consumer and business-to-business marketing contexts.

Author : Ian Linton
Publisher : Routledge
Page : 180 pages
File Size : 50,7 Mb
Release : 2016-04-01
Category : Business & Economics
ISBN : 9781317046998

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Taking Technology to the Market by Ian Linton Pdf

With intensifying competitive activity and continuing budget constraints, technology marketing teams are under pressure to be more accountable and deliver measurable results that demonstrate an effective return on investment. To add to the complexity, the market for technology products and services is global, with continuing growth in both developed and developing territories. Taking Technology to the Market provides a practical guide to the critical success factors in marketing technology. It uses a project-based approach, providing comprehensive guidelines for key strategic and tactical marketing programmes. The book will help you improve your chances of developing a winning marketing programme by providing essential steps to success and insight into best practice. Individual chapters provide self-contained guides to planning specific marketing tasks. The range of tasks covers the most common challenges facing marketing teams in technology companies. The book will help you understand the key success factors for overcoming a range of marketing challenges and give you the tools to put specific programmes into action quickly and effectively. The technology sector is a global business characterised by short product cycles, rapid change, longer-term customer relationships, complex decision-making processes, high levels of collaboration and partnership with customers and the supply chain, diverse channels to market and an emphasis on the value of information. These factors make the marketing of technology products and services a distinct discipline within the overall marketing spectrum to which Taking Technology to the Market is the definitive guide.

Author : Laurie Young,Bev Burgess
Publisher : John Wiley & Sons
Page : 337 pages
File Size : 46,9 Mb
Release : 2010-05-24
Category : Business & Economics
ISBN : 9780470748404

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Marketing Technology as a Service by Laurie Young,Bev Burgess Pdf

Despite the fact that vast engineering networks are the foundations of modern society, the services that technology companies provide over them have been a relatively neglected area of study. As a result, marketing in some technology businesses has been depressingly tactical and inconsistent. Marketers with little experience, and even less professional training, run around presenting PowerPoint decks to each other, chasing after the latest fad and throwing erratic, changing activities at the market each quarter. Many work on the unchallenged assumption that markets are fast changing and that customers only want the lowest prices. Yet this industry has liberated human imagination in the internet and convinced the world that they must have a PC and a mobile phone. Now, as a result of profound, relentless, global forces, some of the leading firms and greatest minds in it are at last turning their attention to service. With the advent of ‘cloud computing’ and radical changes in the engineering of some utilities, the marketing of services that are based on a technical infrastructure is about to become as important and sophisticated as in, say, consumer products. This book explores their story and experience. “I really enjoyed the book From Products to Services by Mr Laurie Young. Encouraged by it, Haier accelerated its changeover from a traditional product-driven to a more customer-centric company. This new book Marketing Technology as a Service is another major contribution to technology companies for the cultivation of service needs worldwide.” – Mr Zhang Ruimin, CEO and Chairman, Haier Group, Beijing “Young and Burgess describe a shift in mindset and pragmatic techniques that are quite doable – Rae Sedel, MD, Global Technology Practice, Russell Reynolds Associates. “This book provides practical and insightful advice on how to use services to turn technology into value add solutions for real people – Rudy Provoost, CEO, Philips Lighting “Business leaders in India have been remarkably successful at offering technology based services like outsourcing across the world. Currently worth $60 billion, they intend to reach $300 billion by 2020. To succeed, the Indian business community must offer new value propositions and adapt to emerging trends, like cloud computing. Burgess and Young have put together the first comprehensive and practical guide for business leaders to meet their challenges of exponential growth.” – Dr Mukesh Aghi, Chairman and CEO, Steria (India)

Author : National Academy of Engineering,Committee on Technology Policy Options in a Global Economy
Publisher : National Academies Press
Page : 145 pages
File Size : 40,6 Mb
Release : 1993-02-01
Category : Political Science
ISBN : 9780309046466

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Mastering a New Role by National Academy of Engineering,Committee on Technology Policy Options in a Global Economy Pdf

This book examines the changing character of commercial technology development and diffusion in an integrated global economy and its implications for U.S. public policies in support of technological innovation. The volume considers the history, current practice, and future prospects for national policies to encourage economic development through both direct and indirect government support of technological advance.

Author : G. Trauffler,H. Tschirky
Publisher : Springer
Page : 242 pages
File Size : 51,7 Mb
Release : 2006-11-28
Category : Business & Economics
ISBN : 9780230597716

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Sustained Innovation Management by G. Trauffler,H. Tschirky Pdf

Successful management of radical innovation is key to growth. This text identifies best practice cases illustrating processes, methods and organizational structures that enhance successful management with radical innovations. Practice cases are framed in an overall strategic management concept to help readers navigate through an innovation project.

Author : Karl P. Sauvant,Padma Mallampally
Publisher : Taylor & Francis
Page : 444 pages
File Size : 47,9 Mb
Release : 1993
Category : Business & Economics
ISBN : 0415085519

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Transnational Corporations in Services by Karl P. Sauvant,Padma Mallampally Pdf

Author : Gary M. Lawrence,Carl Baranowski
Publisher : Law Journal Press
Page : 1434 pages
File Size : 49,5 Mb
Release : 1999
Category : Law
ISBN : 1588520854

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Representing High Tech Companies by Gary M. Lawrence,Carl Baranowski Pdf

This book discusses financing and documenting joint ventures and early-stage strategic partnerships; devising workable nondisclosure agreements and managing an intellectual property portfolio.

Author : Sandhu, Kamaljeet
Publisher : IGI Global
Page : 387 pages
File Size : 43,8 Mb
Release : 2021-06-18
Category : Business & Economics
ISBN : 9781799885894

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Emerging Challenges, Solutions, and Best Practices for Digital Enterprise Transformation by Sandhu, Kamaljeet Pdf

As organizations continue to move towards digital enterprise, the need for digital transformation continues to grow especially due to the COVID-19 pandemic. These impacts will last far into the future, as newer digital technologies continue to be accepted, used, and developed. These digital tools will forever change the face of business and management. However, on the road to digital enterprise transformation there are many successes, difficulties, challenges, and failures. Finding solutions for these issues through strategic thinking and identification of the core issues facing the enterprise is of primary concern. This means modernizing management and strategies around the digital workforce and understanding digital business at various levels. These key areas of digitalization and global challenges, such as those during or derived from the pandemic, are new and unique; They require new knowledge gained from a deep understanding of complex issues that have been examined and the solutions being discovered. Emerging Challenges, Solutions, and Best Practices for Digital Enterprise Transformation explores the key challenges being faced as businesses undergo digital transformation. It provides both solutions and best practices for not only handling and solving these key issues, but for becoming successful in digital enterprise. This includes topics such as security and privacy in technologies, data management, information and communication technologies, and digital marketing, branding, and commerce. This book is ideal for managers, business professionals, government, researchers, students, practitioners, stakeholders, academicians, and anyone else looking to learn about new developments in digital enterprise transformation of business systems from a global perspective.

Author : Herbert Giersch
Publisher : Routledge
Page : 275 pages
File Size : 50,5 Mb
Release : 2019-06-04
Category : Political Science
ISBN : 9781000239393

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Services In World Economic Growth by Herbert Giersch Pdf

This volwne is the outcome of the 19th Kiel Week Conference held at the Institute of World Economics, 22-24 June 1988. It contains the revised versions of the papers and comments submitted after discussion.

Author : Adrian Ryans,Roger More,Donald Barclay,Terry Deutscher
Publisher : John Wiley & Sons
Page : 319 pages
File Size : 53,9 Mb
Release : 2010-12-30
Category : Business & Economics
ISBN : 9780470158395

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Winning Market Leadership by Adrian Ryans,Roger More,Donald Barclay,Terry Deutscher Pdf

Strategic market planning in technology-intensive businesses is more complex and is less manageable than in most other organizations. The technology-driven business environment is intensely competitive, complex, and dynamic, and planning needs to be done quickly and often. Winning Market Leadership offers a refreshing new approach to strategic market planning in these very demanding technology-intensive markets. It provides a systematic and highly integrated process for evaluating market opportunities and for developing strategies to lead in chosen markets. Its proven, highly practical approach to strategic market planning has allowed leading companies worldwide to: plan faster, focus on cash-flow and profitability, create "living plans" that reflect changing market conditions and competitive dynamics, involve cross-functional teams effectively, and drive to "yes/no" decisions. The book resulted from project-based executive programs developed by the authors for corporate clients such as IBM, Nortel Networks, National Semiconductor, and General Electric. This strategic market planning process has been refined and tested with over a thousand managers and executives in North America, Europe, and Asia. Winning Market Leadership: Is targeted at managers in technology-intensive businesses such as computers, telecommunications, software, biotechnology, semiconductors, instruments, pharmaceuticals, and advanced materials. Focuses on the key issues and tough choices faced by executives in very demanding technology-intensive markets. Outlines a clear 10-step process for building winning market plans, including: identifying opportunities, understanding the competition, managing critical relationships, understanding the profit dynamic, and more. Features examples from high-tech companies such as Intel, Compaq, Hewlett-Packard, Glaxo Wellcome, and General Electric. Includes "Key Questions for Executives and Managers" at the end of each chapter that help eliminate "blind spots" in the planning process. Winning Market Leadership is relevant to all executives and managers who play a significant role in developing cross-functional strategic market plans for their business: general managers; marketing managers; strategic planners; managers in business development, engineering, and R&D; and project team leaders.

Author : Birgitta Sandberg
Publisher : Routledge
Page : 286 pages
File Size : 52,9 Mb
Release : 2008-02-07
Category : Business & Economics
ISBN : 9781134081318

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Managing and Marketing Radical Innovations by Birgitta Sandberg Pdf

This book responds to a growing demand in the academic community for a focus on customer-related proactive behaviour in the study of radical innovation development, combining a thorough theoretical discussion with detailed international case studies considering the role of this proactivity in five firms engaged in the process. Unlike other studies in this area, this book demonstrates that anticipation plays an important role at the idea generation stage and Sandberg introduces a new way of describing a firm’s proactivity as a dynamic pattern. Furthermore, the deeper consideration of customer related proactivity contributes to the study of market orientation, which increasingly focuses on the proactive side.

Author : Roger More
Publisher : Routledge
Page : 189 pages
File Size : 47,7 Mb
Release : 2016-05-06
Category : Business & Economics
ISBN : 9781317100416

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Marketing High Profit Product/Service Solutions by Roger More Pdf

Marketing High Profit Product/Service Solutions addresses one of the most exciting and growing strategic marketing opportunities facing product and service companies - ’bundling’. Many customers want bundled products and services which represent integrated solutions to their problems, rather than buying individual products and services piecemeal, and if you become that supplier it can transform a company. There are many outstanding examples: Magna International grew in several stages from a supplier of basic individual auto parts to a company manufacturing a product/service 'super-bundle'; ultimately sourcing and assembling the entire car itself. GE developed their business involving the supply of medical imaging machines to hospitals to become a 'super-bundler' of complete hospital radiological floor imaging operations planning, installation, and integration. IBM transformed their position as a supplier of individual hardware, software, and peripherals to companies into a product/service solution 'bundler' of increasing complexity, and finally into the 'super-bundle' of BPO (Business Process Outsourcing); representing an outsourced and complete integrated IT solution set for clients’ entire global operations. Roger More explores what was learned by these leading companies (amongst others) when they transformed their market strategies to become bundlers of complex integrated customer solutions. Over many years the author has developed and tested new concepts, maps and tools for use by a wide variety of managers in developing strategies for these bundled product/service solutions. His book now offers these maps and tools to all who invest in a copy.

Author : Jorge Cardoso,Hansjörg Fromm,Stefan Nickel,Gerhard Satzger,Rudi Studer,Christof Weinhardt
Publisher : Springer
Page : 362 pages
File Size : 49,9 Mb
Release : 2015-12-12
Category : Computers
ISBN : 9783319231952

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Fundamentals of Service Systems by Jorge Cardoso,Hansjörg Fromm,Stefan Nickel,Gerhard Satzger,Rudi Studer,Christof Weinhardt Pdf

This textbook addresses the conceptual and practical aspects of the various phases of the lifecycle of service systems, ranging from service ideation, design, implementation, analysis, improvement and trading associated with service systems engineering. Written by leading experts in the field, this indispensable textbook will enable a new wave of future professionals to think in a service-focused way with the right balance of competencies in computer science, engineering, and management. Fundamentals of Service Systems is a centerpiece for a course syllabus on service systems. Each chapter includes a summary, a list of learning objectives, an opening case, and a review section with questions, a project description, a list of key terms, and a list of further reading bibliography. All these elements enable students to learn at a faster and more comfortable peace. For researchers, teachers, and students who want to learn about this new emerging science, Fundamentals of Service Systems provides an overview of the core disciplines underlying the study of service systems. It is aimed at students of information systems, information technology, and business and economics. It also targets business and IT practitioners, especially those who are looking for better ways of innovating, designing, modeling, analyzing, and optimizing service systems.

Author : Vittal Prabhu,Marco Taisch,Dimitris Kiritsis
Publisher : Springer
Page : 604 pages
File Size : 49,7 Mb
Release : 2013-09-05
Category : Computers
ISBN : 9783642412639

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Advances in Production Management Systems. Sustainable Production and Service Supply Chains by Vittal Prabhu,Marco Taisch,Dimitris Kiritsis Pdf

The two volumes IFIP AICT 414 and 415 constitute the refereed proceedings of the International IFIP WG 5.7 Conference on Advances in Production Management Systems, APMS 2013, held in University Park, PA, USA, in September 2013. The 133 revised full papers were carefully reviewed and selected for inclusion in the two volumes. They are organized in 4 parts: sustainable production, sustainable supply chains, sustainable services, and ICT and emerging technologies.